What Makes Burt's Bees Willful Overpricing
Burt’s Bees is a company who understand that sometimes it pays to charge more. Even though Wal-Mart and other national chains are known to cut costs and lower price, Burt’s Bees achieved its distribution through a strategy called “willful overpricing.” Which means to charge price premium of 80 percent or more, Burt’s Bees grew very quickly because of its value oriented around environmental conservation and social responsibility. Burt’s Bees strategy called “willful overpricing” coincided with a trend of growing consumer preference toward natural products and environmentally goods.
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